Creative Intelligence

If you’ve been following my series on YouTube, you’ve already heard me harp on the importance of creating content specifically for the YouTube community rather than just re-purposing ads created for TV. With Google’s announcement at Cannes Lions that it’s expanding its partner program to include advertisers, it is reinforcing that imperative.

The YouTube Partner Program has been for quite some time a way for content creators to improve production value, reach more people, and monetize their content on a huge platform. So, it doesn’t make a lot of sense to allow advertisers in unless Google is trying to encourage the production of higher quality, YouTube-centric content.

“…Google seems to be encouraging businesses to create advertising that’s designed specifically for the video site, rather than just repackaging existing TV ads and video content. Those kinds of custom campaigns could potentially be more lucrative for YouTube and its content partners.”

So, what exactly does this YouTube-centric content look like? Let’s take a look at a few great examples:

Display Ads Can Be Entertaining

First (and probably one of my favorites despite its age), is the Desperados Experience: Breakthrough. Although it isn’t live anymore, you can see how deeply interactive the ad was, inviting the user to participate directly in the ad.

What is interesting about this ad is that it is really just a flash ad like any other banner ad you find around the Web. But it is more interesting because it was made for a specific channel and gave users an entertaining way to interact with the brand instead of simply pushing its message on users.

Invest in Useful Content

Another great use of YouTube is BBQGuys.com, a company that sells grills and other outdoor products. On its YouTube channel, the company provides quick tips for grilling success, content that apparently thousands of people find useful. Here’s just one example:

This is an example of a company that is investing in content as its primary marketing strategy. It provides useful information for its target audience and puts that content where it knows they will be searching.

Understand Consumer Culture

We all know that when ads resonate with consumers, they do well. Typically that means understanding what is going on with them culturally. Last summer, AARP created a response video to the season’s number 1 hit, “Call Me Maybe.”

Not only was this a smart play for AARP for gaining awareness because of the popularity of the song, it was also smart because music is a major driver of a large percentage of YouTube views. The video hit both popular culture and YouTube culture right where they meet.

Leverage Influencers

YouTube is full of regular people who have risen to stardom by creating entertaining videos. In fact, it has been reported that some of the top YouTube stars are making six-figure salaries just by posting videos each week.

As they amass huge followings, it makes sense that brands would partner with them to promote their products. Not only does this ensure that your product gets in front of their fans, it is received well by consumers because the brand is borrowing the influencer’s legitimacy to earn their trust.

Whew! You made it through that video. I’ll admit, it isn’t something I find entertaining (I stopped watching at 2 minutes), but it has been viewed over 7 million times. That’s great news for Kraft who recognized the enormous popularity of the SMOSH Brothers.

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This is the third and final part of our series on YouTube advertising.